“LIVE, BREATHE, TESLA” : En kvalitativ studie om gemenskap och kundlojalitet i Teslas svenska Facebook-community

Sammanfattning: The primary objective of the research was to examine the motivations behind members’ participation in Tesla’s online community on Facebook and explore how member interaction influences engagement and loyalty towards Tesla. The emergence of new technologies has intensified the complexity of understanding user behaviors. This study contributes to an enhanced understanding of how individuals utilize media to fulfill various needs, impacting behaviors and attitudes. Previous research indicates that online community participants seek belonging, information, social interaction, entertainment, and self-realization. Active involvement, information sharing, and stronger relationships within brand communities enhance consumer-brand relations and serve as exit barriers. Therefore, three research questions were formulated to shed light on members’ motivations for participation, their level of involvement, relationships within the community, and their impact on customer loyalty. Positioned within popular culture studies and with a framework consisting of Brand Community Theory and Uses and Gratifications Theory, a qualitative content analysis was conducted on 10 semi-structured interviews. Findings suggest varying motivations for participation, with primary emphasis on gathering product information. Active engagement through knowledge-sharing fosters a sense of unity and heightens involvement. The social interaction among Tesla enthusiasts not only enhances engagement but also cultivates customer loyalty by fostering meaningful relationships. Members' roles as "working consumers", and Tesla’s responsiveness to suggestions, positively influence customer loyalty, reinforcing the community's value. However, member passivity due to negativity or unfulfilled entertainment needs can result in diminished engagement and subsequently affect customer loyalty negatively.